Website Design & Strategy for Online Fitness Coach | New Jersey
Project Overview
When Shemayne from GetchaSweatOn, a New Jersey-based online fitness coach, approached me, she was feeling the weight of running a business. Despite her incredible expertise and passion for helping professional and former athletes, her business felt overwhelming and misaligned with her goals. Through strategic business consulting and a complete digital overhaul, we transformed her fitness coaching business from chaotic to confident. Within two months of our 5-day website launch, she had landed a professional NFL player as a client and was converting qualified leads from her newly structured programs.
Strategic Project Scope
Comprehensive Business Strategy Consulting - Two intensive sessions to align her business with personal and financial goals
Service & Pricing Restructuring - Redesigned program offerings to attract committed, high-value clients
Strategic 5-Day Squarespace Website Design - Conversion-focused one-page site with clear value proposition
Brand Roundout & Guidelines - Cohesive visual identity with alternate logos, defined colors, and typography system
Conversion-Driven Copywriting - Messaging that speaks directly to professional athletes and active individuals 30+
Automated Email System Integration - Flodesk setup with branded welcome sequence for lead nurturing
Social Media Strategy & Hiring Guidance - Instagram optimization and virtual assistant recommendations
Strategic Business Transformation
Creating Alignment Between Vision and Reality
Shemayne's biggest challenge wasn't just her website, it was the disconnect between her expertise and how her business was structured. We worked together to:
Define her ideal client clearly - Pro athletes and active individuals 30+ who understand commitment and value results
Restructure her service offerings - Created a clear progression from 3-month Foundations program ($2,000) to 1-year Lifestyle Reset ($6,000)
Establish financial goals and pathways - Mapped out exactly how to reach her revenue targets within 12 months
Transform her "free" challenge strategy - Added a $37 price tag to qualify leads and created a clear upsell path
Solving the "Freeloader" Problem
Her previous free monthly challenges attracted lots of participants but very few conversions. We flipped this by:
Pricing the challenge at $37 to attract more qualified leads
Creating a structured follow-up system for inactive participants
Designing an upsell pathway from challenge to Foundations program
Focusing on value demonstration rather than just free content
Website Strategy & Results
From Confusion to Conversion
Shemayne's original site left visitors wondering "what's next?" We solved this by:
Clear value proposition - Immediately communicating her expertise with 25+ years of experience and specific certifications
Targeted messaging - Speaking directly to the frustrations of athletes and individuals whose bodies "don't work like they used to"
Logical program progression - Foundations → Lifestyle Reset pathway that makes sense and builds commitment
Authority-building elements - Certifications, testimonials, and her no-BS approach front and center
Converting Visitors into Committed Clients
Every design decision supported her goal of attracting serious, committed clients:
Strategic placement of her expertise and certifications to build immediate trust
Clear explanation of her whole-person approach (fitness, nutrition, lifestyle)
Testimonials that speak to real lifestyle and mindset transformations, not just weight loss
Streamlined inquiry process that pre-qualifies potential clients
Measurable Results That Changed Everything
Within two months of launch, Shemayne's business was completely transformed:
Multiple paid signups for her newly priced challenge (previously free with minimal conversions)
Landed a professional NFL player as a client—exactly her ideal target market
Successful conversions from qualified challenge participants to her Foundations program
Increased social media engagement after implementing our Instagram strategy recommendations
Hired a qualified virtual assistant for content creation (goodbye intern turnover!)
Most importantly, Shemayne went from feeling overwhelmed and out of alignment to being genuinely confident and excited about her business and its potential.
The Power of Strategic Business Consulting
This project perfectly illustrates why I don't just build websites—I help transform businesses. Shemayne's challenge wasn't that she needed a prettier website, she needed:
Clarity on her ideal client and how to attract them
A service structure that supported her lifestyle goals
Pricing that reflected her expertise and commitment requirements
Systems that worked together to generate and convert leads
The website became the digital foundation that supported all these strategic changes, creating a cohesive experience that converts visitors into committed, high-value clients.
Client Experience
“OMG this is absolutely amazing. I love the new color palette […] This is so good, I want to sign up for myself lol.”
"Were your ears ringing today? I was talking to some of the faculty because they saw my website and they were like oh my God. I couldn’t brag enough.”
Months after our project wrapped, Shemayne continued reaching out with updates about new client wins and business growth—exactly the kind of transformation that happens when strategy and design work together.
Ready for Your Own Business Transformation?
Your expertise deserves more than just a pretty website, it deserves a complete digital strategy that aligns with your business goals and attracts your ideal clients.
Let's create a foundation that supports not just how your business looks, but how it actually performs.
